保罗基特(Paul G. Keat) 美国雷鸟全球管理学院名誉副教授,在雷鸟担任全球商务教师长达近30年。此前,曾在IBM公司工作多年,拥有丰富的管理经验。他在纽约城市大学获得工商管理学士学位,在华盛顿大学获得文学硕士学位,在芝加哥大学获得经济学博士学位。曾在美国多所大学任教,包括华盛顿大学、纽约城市大学和爱纳大学,还在佩斯大学讲授EMBA课程。
菲利普扬(Philip K. Y. Young) 曾任美国雷鸟全球管理学院管理学教授,现为美国Nth Degree Systems咨询公司的创始人兼总裁,该公司是一家为许多全球大公司提供定制教育和培训的咨询公司。拥有纽约大学经济学博士学位。
斯蒂芬艾弗尔(Stephen E. Erfle) 美国Dickinson大学副教授,帮助创建了该校国际商务与管理系和专业,主讲管理经济学课程。拥有哈佛大学经济学博士学位。
目錄:
Prefacei
ChAPtEr 1Introduction1
Introduction: Economics and Managerial Decision Making2
A Brief Review of Important Economic Terms and Concepts5
The Case of Global Foods, Inc.: Situations and Solutions9
Summary of the Situations and Solutions11
Global Application: The BRIC Countries14
Summary15
Important Concepts16
Questions16
ChAPtEr 2the Firm and Its Goals18
Introduction19
Do Companies Really Try to Maximize Profits?26
Maximizing the Wealth of Stockholders29
Economic Profits32
Global Application34
Summary35
Important Concepts35
Questions36
ChAPtEr 3Supply and Demand38
Introduction39
Market Demand39
Market Supply42
Market Equilibrium44
Comparative Statics Analysis46
Supply, Demand, and Price: The Managerial Challenge53
Global Application: The BRIC Countries and the Supply and Demand for Oil53
Summary56
Important Concepts56
Questions57
Problems58
Appendix 3A The Mathematics of Supply and Demand65
ChAPtEr 4Demand Elasticity68
The Economic Concept of Elasticity69
The Price Elasticity of Demand69
i
Contents
The Cross-Price Elasticity of Demand86 Income Elasticity87
Other Elasticity Measures90 Elasticity of Supply90
Global Application: Price Elasticities in Asia91
Summary93
Important Concepts94
Questions94
Problems96
Appendix 4A Applications of Supply and Demand100
ChAPtEr 5Demand Estimation and Forecasting114
Demand Estimation115
Introduction115
Introduction to Regression Analysis117
Problems in the Use of Regression Analysis125
Examples of Regression Analysis Across the Disciplines129
Global Application: Food in Spain, Cigarettes in Chinese Taiwan130
Forecasting132
Introduction132
Subjects of Forecasts132
Prerequisites of a Good Forecast133
Forecasting Techniques133
Global Application: Forecasting Exchange Rates156
Summary159
ImportantConcepts159
Questions161
Problems162
Appendix 5A The Demand for White Zinfandel in Los Angeles167
ChAPtEr 6the theory and Estimation of Production175
The Production Function176
A Short-Run Analysis of Total, Average, and Marginal Product178
The Long-Run Production Function188
The Estimation of Production Functions191
The Importance of Production Functions in Managerial Decision Making200
Going Beyond the Curves: Current Production Issues and Challenges for Todays Managers202
Call Centers: Applying the Production Function to a Service204
Global Application: Shifting Trends in Global Outsourcing205
Summary206
ImportantConcepts207
Questions208
Problems209
Appendix 6A Productivity in Services215
Appendix 6B The Multiple-Input Case226
Contents
ChAPtEr 7the theory and Estimation of Cost237
The Importance of Cost in Managerial Decisions238
The Definition and Use of Cost in Economic Analysis240
The Relationship Between Production and Cost242
The Short-Run Cost Function244
The Long-Run Cost Function249
The Learning Curve258
Economies of Scope261
Economies of Scale: The Short Run Versus the Long Run262
Supply Chain Management262
Examples of Ways Companies Have Cut Costs to Remain Competitive265
Cautionary Note to Managers About the Use of Cost-Cutting as a Strategy268
Global Applications: Li & Fung Will Do It All for You269
Summary271
ImportantConcepts271
Questions272
Problems274
Appendix 7A A Mathematical Restatement of the Short-Run Cost Function280
Appendix 7B The Estimation of Cost284
ChAPtEr 8Pricing and Output Decisions: Perfect Competition and Monopoly295
Introduction296
Competition and Market Types in Economic Analysis298
Pricing and Output Decisions in Perfect Competition301
Pricing and Output Decisions in Monopoly Markets314
The Implications of Perfect Competition and Monopoly for Managerial Decision Making318
Global Application: The $736,000 Bluefin Tuna320
Summary323
ImportantConcepts323
Questions324
Problems326
Appendix 8A The Use of Calculus in Pricing and Output Decisions328
Appendix 8B Break-Even Analysis Volume-Cost-Profit330
ChAPtEr 9Pricing and Output Decisions: Monopolistic Competition and Oligopoly346
Introduction346
Monopolistic Competition348
Oligopoly350
Pricing in an Oligopolistic Market: Rivalry and Mutual Interdependence352
Contents
Competing in Imperfectly Competitive Markets354
Strategy: The Fundamental Challenge for Firms in Imperfect Competition357
Global Application: The Worlds Market for Beer363
Summary365
ImportantConcepts365
Questions366
Problems367
Appendix 9A A Mathematical Restatement of Monopolistic Competition372
ChAPtEr 10Special Pricing Practices375
Introduction376
Cartel Arrangements376
Price Leadership381
Revenue Maximization383
Price Discrimination384
Nonmarginal Pricing395
Multiproduct Pricing400
Transfer Pricing405
Other Pricing Practices407
Global Application: The Decline of European Cartels408
Summary411
ImportantConcepts412
Questions412
Problems413
ChAPtEr 11Game theory and Asymmetric Information417
Introduction418
Game Theory: Modeling the Strategy of Conflict419
Asymmetric Information428
Summary438
ImportantConcepts440
Questions441
Problems442
ChAPtEr 12Capital Budgeting and risk446
Introduction447
The Capital Budgeting Decision448
Time Value of Money449
Methods of Capital Project Evaluation449
Cash Flows455
Cost of Capital457
The Capital Budgeting Model460
Capital Rationing462
Risk Versus Uncertainty462
Sources of Business Risk463
Contents
The Measures of Risk463
Capital Budgeting Under Conditions of Risk468 Two Other Methods for Incorporating Risk469 Sensitivity and Scenario Analysis471
Simulation472
Decision Trees473
Real Options in Capital Budgeting475
Global Application478
Summary483
ImportantConcepts483
Questions484
Problems485
Appendix 12A The Value of a Corporation492
ChAPtEr 13Government and Industry: Challenges and Opportunities for todays Manager494
Introduction495
The Rationale for Government Involvement in a Market Economy495
Stabilization of the Aggregate Economy: Monetary and Fiscal Policy502
Subprime Loan Financial Crisis of 2007 to 2009503
Government Deregulation, Mergers, and Acquisitions507
Government Protection of Intellectual Property IP512
Global Application: The Failed Attempt to Merge by General Electric and Honeywell514
Summary515
Important Concepts515
Questions516
Appendix AStatistical and Financial Tables517